An evaluation of omni-channel advertising on brand visibility: Evidence from a multinational firm in Lagos, Nigeria.
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- NGN 5000
Background of the study
Omni-channel advertising has emerged as a critical strategy for multinational firms seeking to enhance brand visibility in dynamic urban markets such as Lagos. This approach integrates traditional media—like television, radio, and print—with digital channels including social media, online display, and mobile advertising. The seamless integration of these platforms creates a consistent and persuasive brand message that reaches diverse consumer segments (Adeyemi, 2023). In Lagos, a melting pot of cultures and a hub of economic activity, multinational firms are leveraging omni-channel strategies to differentiate themselves amid intense competition. By synchronizing advertising efforts across various channels, firms are better able to track consumer interactions and adjust their messages in real time, thereby reinforcing brand recall and positioning. Recent studies indicate that omni-channel campaigns contribute significantly to improved market performance and increased consumer engagement (Balogun, 2024). However, challenges such as channel fragmentation and varying audience behaviors across media types persist. This study aims to investigate how these integrated advertising efforts impact brand visibility and consumer perceptions, offering insights into the optimal design of omni-channel strategies for multinational firms operating in Lagos (Chinwe, 2025).
Statement of the problem
Multinational firms in Lagos face challenges in achieving consistent brand visibility due to fragmented advertising strategies. The lack of seamless integration across diverse channels often leads to diluted brand messages and reduced consumer recall. Despite heavy investments in advertising, discrepancies in campaign execution can undermine overall brand positioning. This study seeks to identify the factors that impede effective omni-channel advertising and to evaluate their impact on brand visibility. It focuses on understanding how the absence of unified messaging affects consumer perceptions and explores the challenges of aligning multiple media platforms to deliver a cohesive brand experience (Adeyemi, 2023; Balogun, 2024).
Objectives of the study:
To evaluate the impact of omni-channel advertising on brand visibility.
To identify challenges in integrating multiple advertising channels.
To recommend strategies for optimizing omni-channel campaigns.
Research questions:
How does omni-channel advertising influence brand visibility?
What are the primary challenges in integrating diverse advertising channels?
What strategies can enhance the effectiveness of omni-channel advertising?
Significance of the study
This study is significant as it provides empirical insights into the benefits and challenges of omni-channel advertising for multinational firms in Lagos. The findings will offer practical recommendations to improve campaign integration and enhance brand visibility, ultimately guiding marketing managers in designing more effective advertising strategies that drive consumer engagement and competitive advantage (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to evaluating the impact of omni-channel advertising on brand visibility within a single multinational firm in Lagos. It does not account for external economic factors or comparisons with domestic firms.
Definitions of terms:
Omni-Channel Advertising: The integrated use of multiple media channels to deliver a unified brand message.
Brand Visibility: The extent to which a brand is recognized and recalled by consumers.
Multinational Firm: A company operating in multiple countries with a global marketing strategy.
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